SOCIAL COGNITIVE THEORY (SCT)

1 SOCIAL COGNITIVE THEORY . (SCT). The THEORY was first called SOCIAL Learning THEORY (SLT) key principle was learning by observation of others (vicarious learning). Chapter 5 SOCIAL , Cultural, And Over time, SLT grew to include other constructs related to an individual's interaction Environmental Theories (Part I) with an environment Self-efficacy Essentials of Health Behavior Mark Edberg, SOCIAL COGNITIVE THEORY . (SCT) SCT CONSTRUCTS. Self-efficacy: a key element in how people Reciprocal Determinism change behavior Environment Observational Learning Reciprocal determinism: Behavior is part of a Behavioral Capability continuous interactive cycle that includes Reinforcement individuals and their SOCIAL environment. Outcome Expectations Outcome Expectancies Self-Efficacy Self-Control of Performance Managing Emotional Arousal Changing Behavior: CRITIQUES OF SCT. A Function of . Individual (internal) characteristics A person's sense SCT is very complex.

2 Of self-efficacy about a new behavior, their confidence that they can overcome obstacles (barriers) to doing it. SCT has gone through a number of Environmental (external) factors The SOCIAL /physical evolutions increasing the general environment surrounding individuals (including the modeling behavior of others). complexity of SCT and reducing its clarity as a THEORY . The interactive process of reciprocal determinism, where a person interacts with an environment, receives a response from the environment, adjusts behavior, interacts again, etc. 1. SOCIAL network THEORY SOCIAL network . (SNT) CHARACTERISTICS. A SOCIAL network is the network of Centrality vs. marginality of individuals in relationships surrounding a person, or network larger networks involving the person. Reciprocity of relationships Intensity of relationships Focus is on the influence of networks on Complexity of relationships in network behavior. Geographic density/dispersion Cliques and boundaries network linkages CRITIQUES OF SNT DIFFUSION OF INNOVATIONS.

3 SNT is a limited THEORY and approach. Addresses the gap between introduction of a new technology or behavior and the actual adoption of the behavior by a large Using SNT is labor intensive and can be community or group. difficult. Identifying networks/ network members MANY examples of its application in public health: Conducting interviews is time consuming Oral Rehydration Therapy Confidentiality concerns Condom use for HIV/AIDS prevention DIFFUSION OF INNOVATIONS DOI KEY TERMS. The emphasis is on dissemination of a 1. Innovation Development refers to the new behavior or technology: development of the innovation itself. Innovation=technology or behavior 2. Dissemination process by which the innovation Diffusion=process by which innovation is communicated. is communicated 3. Adoption refers to the uptake of the innovation by the target population. 4. Implementation regular use of the innovation, focus on improving self efficacy and skills of adopters.

4 5. Maintenance focus on sustainability, keeping adoption of the behavior. 2. DOI THE PROCESS DOI KEY STAGES. Innovation Development Innovation Development: This refers to the development of the innovation itself planning, Dissemination formative research, testing, etc. Adoption Dissemination: Has been defined as active Implementation knowledge transfer from the resource system to the user system.. Maintenance DOI KEY STAGES: Adoption DOI KEY STAGES: Adoption HERE is where we see a number of parallels to the Decision to adopt is said to be influenced by Stages of Change and PAPM models three types of knowledge: Refers to the uptake of the behavior/program or technology by the intended audience 1. Awareness knowledge (innovation exists);. 2. Procedural knowledge (how to use); and Requires movement through the following stages: Knowledge of the innovation 3. Principles knowledge (understanding how Persuasion or attitude development (about the innovation works).)

5 Adopting). Decision (to adopt). Implementation Confirmation DOI KEY STAGES: DOI KEY STAGES: Implementation Maintenance INITIAL use of the practice focus on Ongoing implementation/use of the improving self efficacy and skills of innovation in practice adopters Focus is on sustainability continued adoption of the behavior even after, , funding for the A LINKAGE AGENT ( , outreach, educator, program stops etc.) can help facilitate this process Institutionalization is another aspect of maintenance where behavior or technology becomes part of an organizational or group routine 3. DOI OTHER KEY CONCEPTS DOI OTHER KEY CONCEPTS. Innovations adopted in a stage process by Idea of diffusion context characteristics of different CATEGORIES OF ADOPTERS: the SOCIAL setting where the innovation is to early adopters, be implemented that may help or hinder early majority adopters, diffusion, including late majority adopters, and cultural beliefs, laggards.

6 Political/ SOCIAL structures, regulations, etc. Identifying these groups within a target population can help in planning different dissemination strategies for each. Top Five Attributes Determining DOI Other Attributes to Consider Speed and Extent of Diffusion Relative advantage Is innovation better than what it Impact on SOCIAL relations Does the innovation have will replace? a disruptive effect on the SOCIAL environment? Compatibility Does innovation fit with the intended audience? Reversibility Can the innovation be reversed or discontinued easily? Complexibility Is the innovation easy to use? Communicability Can the innovation be understood Trialability Can the innovation be tried before clearly and easily? making the decision to adopt? Observability Are the results of the innovation Time Can the innovation be adopted with a minimal observable and easily measurable? investment in time? DOI Other Attributes to Consider CRITIQUES OF DOI.

7 Risk and uncertainty level Can the innovation be Similar to SOCIAL COGNITIVE THEORY , DOI. adopted with minimal risk and uncertainty? describes multiple constructs and processes embedded within processes. Commitment Can the innovation be used effectively with only modest commitment? As a THEORY , it is hard to test or prove DOI as a whole most DOI efforts Modifiability Can the innovation be modified and updated over time? incorporate selected constructs from DOI, not the entire package. 4. SOCIAL MARKETING SOCIAL MARKETING. Applies principles of marketing to SOCIAL and SOCIAL marketing campaigns are built around health communications. the FOUR Ps : Product: The behavior, program, technology Goal is to influence consumers to buy a Price: Cost of adoption (not necessarily financial). behavior change or health related product/technology. Place: Where product available Promotion: How to promote the first three Ps . OTHER SOCIAL OTHER SOCIAL .

8 MARKETING CONSTRUCTS MARKETING CONSTRUCTS. Market segmentation a term common in Both SOCIAL marketing and general marketing parlance. Refers to the health communication efforts segmentation of a target population into incorporate behavioral theories and meaningful subgroups so that messages and campaigns can be appropriately channeled. constructs we have already discussed , self-efficacy, vicarious learning, Targeting The process of developing perceived costs/benefits, etc. campaigns closely tailored to the needs, attitudes, beliefs and behaviors of specific market segments. CRITIQUES OF. SOCIAL MARKETING. Assessing the impact of a SOCIAL marketing campaign may be difficult because, if a behavior change is the goal, tracking exposure to the campaign and assessing the degree to which behaviors, or at least attitudes, have changed is not always easy. Some SOCIAL marketing campaigns (and DOI. efforts) introduce a product as the behavior change ( , condoms) easier to track, simply because it is more tangible and observable.

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